lululemon Looking Fit: Earnings Preview

Web traffic and conversion data for the past three months look encouraging 

Similarweb data on traffic to major global Lululemon web portals indicate strength on a year-over-year and quarterly basis. At the same time, Similarweb conversion data (percentage of website visits that lead to revenue generating activity) was sharply higher in the U.S. in fiscal Q2. Lululemon will report Q2 earnings on September 1, 2022.

Key takeaways

• Similarweb data on worldwide traffic to Lululemon’s ten largest web portals show growth of 16% in Q2, year over year, and 10% growth over Q1
• Conversion trends (visits to a Lululemon website that leads to a sale) shows Q2 converted visits rose 41% year over year and 28% versus Q1, according to Similarweb estimates
• Lululemon is strong with women in the 18-44-year-old age categories, according to Similarweb demographic data

Web traffic numbers were strong in Q1

Similarweb data on web traffic to the ten largest Lululemon web portals (in the United States and nine other countries showed that Q2 saw web traffic up 16% over the same period last year, and up 10% over Q1. Lululemon’s Q2 ended July 30. This is a sign of strong consumer demand, despite a weaker global economy and concerns about inflation. The Lululemon brand continues to resonate with consumers.

Conversion Data Encouraging

Similarweb data on conversion (the percentage of website visits that result in a sale) looks encouraging. For fiscal Q2 (ending in July), conversion in the U.S. was 41% higher on a year-over-year basis, and 28% higher versus Q1. On a year-over-year basis, July was 47% higher than July 2021, while June was 51% higher, and May was up 27%. According to Similarweb data, the United States represents about 78% of total Lululemon web traffic, so U.S. conversion data is a good indicator of trends for the quarter.

Demographics skew younger and female

Against a backdrop of high inflation, a stock market decline, and concerns over a recession in the United States and Europe, Similarweb data seems to indicate that Lululemon is continuing to see strong demand, particularly among females and younger adults. Similarweb demographic data shows the company performing strongly with women, particularly in the 18-44 age categories. This makes sense, given the brand’s strong presence around fitness and health.

Conclusion

Similarweb data on Lululemon seems to indicate the company saw strong consumer demand as evidenced by rising web traffic, with good conversion of that traffic to revenue-generating activity in Q2.

The Similarweb Insights & Communications team is available to pull additional or updated data on request for the news media (journalists are invited to write to press@similarweb.com). When citing our data, please reference Similarweb as the source and link back to the most relevant blog post or similarweb.com/blog/insights/.

Methodology

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